The world of video marketing has changed many times – And now, it’s changing again. When video marketing first hit the scene as TV marketing, it completely changed the marketing sphere. When internet video hit the web, it changed the landscape of the web entirely. Then user generated videos grew in popularity and spawned YouTube, again drastically altering the texture of the web.
Today, we’re seeing a new change: The social video marketing change. Instead of videos just being published from one person and being syndicated out, the video sphere is getting more and more social.
Business owners still haven’t entirely caught on to this new trend. For marketers who’re willing to pioneer new frontiers, social video marketing is an incredible new horizon that can allow you to get a real edge over your competitors.
Videos as Co-Creations, Rather Than Productions
Companies like Zappos, Google and other Fortune 500 companies, as well as hundreds of startups and medium sized businesses are catching on. The name of the game is co-creation rather than production. Instead of having the video experience be created only by the parent company, participants are now part of the video creation process.
Here’s how it works.
Usually, you start off with one key concept. For example, you ask people to send in their videos as part of a contest. All the videos sent in can be seen by everyone. People are able to comment and share each video. At the end of the contest, all the top videos are put together in a montage and published for all to see.
That’s how Google created their Gmail video. The result? Tons of viral press.
The basic formula is to come up with an idea, then let people add videos or put their own spin to the video concept. They then share the video(s) with their own social network, which then perpetuates the video sharing.
Facebook pages have officially taken off. It’s one of the most important mediums for any business to be in today. If you have a serious business, you’re going to want to invest some time into Facebook pages.
Why? For starters, here are 15 different ways you can use your Facebook page.
#1 Resolve Customer Issues
If customers are having issues with a product, your Facebook page can be a great outlet for them to reach out for help. It’s a much better avenue than customers posting about issues on their own blogs or personal Facebook walls. You can then resolve all the issues in one place.
#2 Build a Community
You can use Facebook to build a community. Use it to answer questions, let people get to know each other and have meaningful discussions.
#3 Do Research
If you’re wondering what the next product your customers want is or what kinds of problems your customers are having, look no further than your Facebook page. You can easily post a survey for people to take, or just pay attention to what people are talking about.
#4 Get People Talking About You
Facebook pages are a fantastic way to spread the word. If you’re doing something interesting, use Facebook pages to let people know what you’re up to and to get the buzz going.
#5 Basic Business Information
You can use Facebook pages to let people know all the most important basic facts about your business, such as your opening times, your location and your phone number.
#6 Beta Testing
Facebook pages allow you to beta test software and programs. Before you’re ready to launch to the general public, launch your programs to your Facebook page fans. They’re already people who like your products and will generally be open to trying new things.
#7 Make Important Announcements
Are you changing something big in your business? Are you launching a new initiative? Or perhaps you made a mistake and need to make a public statement.
Whatever the case may be, if you need to make a public announcement, your Facebook page is a great way to do it. You have the attention of your most loyal fans.
Pinterest is a seemingly new social network that has actually already surpassed LinkedIn in raw traffic. It’s young, but it’s got a lot of traffic. What’s more, a lot of the traffic on Pinterest actually buys. Data shows that visitors from Pinterest who visit a commercial site are twice as likely to buy than visitors who clicked a link from Facebook.
So how do you use Pinterest for marketing?
The Basics: What is Pinterest
The idea of Pinterest is simple. You create a board that revolves around a certain topic. You then “pin” various images to that board. The pin can be from different websites, or it can be an image you upload. You can also add pins using a mobile app. You can take pictures on your iPhone then quickly pin them on a board.
The board and the pins can then be shared with your social network.
Who Uses Pinterest?
As with most things in the marketing world, understanding your demographics is the key. On Pinterest, 83% of the users in the United States are women. (Source – Wikipedia). That means if you’re using Pinterest, you want to be gearing your marketing towards women, not the general population.
Users of Pinterest tend to be slightly older, between 25 to 44. They could be family oriented women, women who have kids or women who manage a household. Because Pinterest is an inherently social tool, the women who use Pinterest tend to have strong social ties.
It’s important to note that 75% of purchase decisions are made by women. Pinterest allows you to get to the real decision makers very quickly.
Note that although historically Pinterest has been primarily female driven, this may not always be the case. Men and male interests have taken an interest in Pinterest. For example, a few sports teams have begun to use Pinterest to share their photos.
Pinterest’s traffic is enormous. It’s already sending more traffic to other websites than Twitter did. As far as a traffic generation tool goes, Pinterest is quickly climbing the ranks. What makes Pinterest especially appealing to keen marketers is that it has still mostly slipped into the minds of most marketers. People who can figure out how to really utilize Pinterest’s traffic are going to get a very large slice of the pie, because few people are actively competing for it.
Many websites are already showing Pinterest as their top traffic referrer. For example, Martha Stewart’s websites get more traffic from Pinterest than anywhere else. Similar brands that focus on women-centric topics like fashion, cooking, design and so on also show similar trend.